The Weaver family has been in the specialty egg game for a long time, and they've seen incredible success with their brand, Westfield Egg Farm. A big reason for that success has been their continued willingness to innovate, including a unique model that holds their contract farmers to extremely high standards, but also gives them the autonomy to run their operations as they see fit. 

Our guest today is George Weaver IV — G4 for short — and he's in charge of sales and marketing at Westfield. G4 gives us a glimpse into the relationship between retailers and specialty egg producers, the ways Westfield tries to differentiate themselves on the aisle, and the importance of supporting small family farms as the industry continues to consolidate.